Marketing Portfolio - University of Minnesota



Marketing

Career Paths: Marketing

• Brand Management: At the highest level, Brand Managers supervise the marketing function for a specific brand of a consumer product. Initially, Assistant Brand Managers work on a more limited range of duties for a brand.

• Marketing Management: Marketing Managers are involved in the broad marketing function for an organization, including branding. This career path is more closely associated with business-to-business marketing and services marketing, with the latter including organizations in the financial services, airline, non-profit, and government sectors.

• Marketing Research: Marketing researchers are responsible for the marketing information function of an organization. They collect, analyze, and interpret data regarding marketplace trends and preferences in support of marketing decision-making. Positions may be within a corporation or in a market research firm or advertising agency.

Skills Desired:

Critical, detail-oriented thinking, with strong analytical skills. Some areas reward creativity, but ability to analyze and interpret data is equally important. Increasingly, candidates entering brand management are expected to possess in-depth financial analysis skills. Organizational skills are critical for complex projects. Currently, one of the most desirable combinations is that of marketing and finance. All employers seek leadership skills and the ability to work in teams. Strong oral and written communication skills are also desirable. Personal computer proficiency and information technology skills are recommended.

• Brand managers need, in addition to analytical skills, background in supply chain and marketing strategy.

• Marketing managers should have an understanding of the products or services they will be selling. Strong interpersonal skills help with developing ongoing customer relationships.

• Marketing research requires collecting and interpreting data from consumers, so an understanding of consumer behavior and interpersonal communication is helpful. The analysis of the data requires quantitative skills, while communicating results to management utilizes written and oral communication.

Enterprise Recommendation:

Most students pursuing career paths in marketing will find the Carlson Brand Enterprise relevant. Activities that cut across brand management, marketing management, and marketing research occur in this enterprise, even with its focus on branding. Students interested in marketing management may also find the Carlson Consulting Enterprise relevant to their career interests.

For the marketing management career track only: Although not an Enterprise, the New Product Design and Business Development class (ENTR 6041 or OMS 6061/6062) shares some of the features of the Enterprises, including actual project experience for an outside client. Student teams are required to develop a working physical prototype of a product and a comprehensive business plan for its commercialization as the final deliverable for their client firm. Students may not take both this class and an Enterprise, due to the significant time commitments of each.

Job Titles:

|Marketing Research |Marketing Research Analyst |

| |Marketing Research Manager |

|Brand Management and Marketing |Associate Product Manager |

|Management |Product Manager |

| |Brand Manager |

Job hunting:

In recent years 25% of Carlson School placement have been described as marketing jobs. Of the companies looking for marketing students, 20 – 25% are brand, 65% are business to business, and the remaining 10% are business to consumer related. Graduates typically find positions in manufacturing, medical technology, financial services, and the retail industries. Marketing research and marketing services/advertising positions are also taken. Students can learn about the many types of marketing by meeting with fellow students and alumni as well as the numerous practitioners who are brought to the Carlson School to share their experience and expertise with students.

Resources:

Web Resources

Carlson School Graduate Students Career Resource Site

For updated information on the careers above, with much greater detail, see this GBCC web site.

Print Resources

Vault Career Guide to Marketing and Brand Management

Learn about marketing careers and jobs, the path to brand management success, how to ace brand management case interviews and more. To order visit .

Brand Week magazine

This is the leading weekly magazine covering marketing topics including hot promotional campaigns and recent product launches. Brand strategies are also highlighted.

Advertising Age

Career Information Guides

Available in the GBCC

Carlson Affiliations

Carlson Marketing Network

The primary mission of the Carlson Marketing Network is to provide Carlson School of Management students an opportunity to gain skills, knowledge and experience necessary to enter into the field of marketing.

Elite Eight Brand Management Challenge

Each year the Carlson School hosts a national brand marketing case competition in the fall. Teams from eight of the top MBA marketing schools compete against each other on a brand case judged by marketing executives from sponsor companies. Students participate as members of the Carlson team, event volunteers, and spectators.

Brand Matters Speaker Series

Brand Matters Speaker Series is presented quarterly in sponsorship with Yamamoto Moss and Twin Cities Business Monthly. The speaker series is a unique forum that provides insights into the world of branding. Each 90-minute event features an expert with firsthand knowledge of branding. These events provide an excellent forum for networking with marketing professionals.

Professional Affiliations

American Marketing Association (AMA)

Founded in 1937 as a professional not-for-profit organization for marketers, the purpose of the AMA is to promote education and assist in the personal and professional career development among marketing professionals, and to advance the science and ethical practice of marketing disciplines.

The Twin Cities hosts a very active chapter that provides many professional development and networking opportunities through workshops, meetings and seminars. For more information visit .

Professional Portfolio: Marketing

Career Path: Brand Management

Highly Recommended Courses

MKTG 6051 Marketing Research (4 cr)

MKTG 6055 Buyer Behavior (4 cr)

MKTG 6082 Brand Management (4 cr)

FINA 6242 Advanced Corporate Finance Analysis and Decisions (4 cr)

Suggested Courses

Marketing

MKTG 6072 International Marketing (2 cr)

MKTG 6075 Pricing Strategy (4 cr)

MKTG 6078 Integrated Marketing Communications (4 cr)

MKTG 6088 Strategic Marketing (2 cr)

Finance

FINA 6241 Corporate Finance Analysis and Decisions (4 cr)

Strategy

MGMT 6031 Industry Analysis and Competitive Strategy (4 cr)

MGMT 6032 Strategic Alliances (2 cr)

Supply Chain & Operations

MKTG 6060 Distribution and Supply Chain Management (4 cr)

OMS 6051 Service Management (2 cr)

OMS 6056 Managing Supply Chain Operations (4 cr)

MIS

IDSC 6490 Special Topics: Information-Based Goods in the Network Economy (2 cr)

Accounting

ACCT 6100 Financial Statement Analysis (4 cr)

International Business

IBUS 5120 Vienna Seminar (4 cr)

Career Path: Marketing Management

Highly Recommended Courses

MKTG 6051 Marketing Research (4 cr)

MKTG 6073 Technology Marketing (4 cr)

MKTG 6088 Strategic Marketing (2 cr)

FINA 6242 Advanced Corporate Finance Analysis and Decisions (4 cr)

Suggested Courses

Marketing

MKTG 6020 Advanced Logistics & Supply Chain Management (2 cr)

MKTG 6055 Buyer Behavior (4 cr)

MKTG 6060 Distribution & Supply Chain Systems (4 cr)

MKTG 6072 International Marketing (2 cr)

MKTG 6075 Pricing Strategy (4 cr)

MKTG 6078 Integrated Marketing Communications (4 cr)

MKTG 6082 Brand Management (4 cr)

Finance

FINA 6241 Corporate Finance Analysis and Decisions (4 cr)

Strategy

MGMT 6031 Industry Analysis and Competitive Strategy (4 cr)

MGMT 6032 Strategic Alliances (2 cr)

MGMT 6040 Globalization, Technology, and International Management (2 cr)

International Business

IBUS 5120 Vienna Seminar (4 cr)

Accounting

ACCT 6100 Financial Statement Analysis (4 cr)

Operations

OMS 6051 Service Management (2 cr)

MIS

IDSc 6442 Electronic Auctions and Exchanges (formerly: Technologies for B2B E-Commerce) (2 cr)

IDSC 6490 Special Topics: Information-Based Goods in the Network Economy (2 cr)

Career Path: Marketing Research

Highly Recommended Courses

IDSC 6490 Special Topics: Business Intelligence (2 cr)

MKTG 6051 Marketing Research (4 cr)

MKTG 6055 Buyer Behavior (4 cr)

OMS 6850 Regression Analysis (3 cr)

Suggested Courses

MKTG 6020 Advanced Logistics & Supply Chain Management (2 cr)

MKTG 6060 Distribution & Supply Chain Systems (4 cr)

MKTG 6072 International Marketing (2 cr)

MKTG 6073 Technology Marketing (4 cr)

MKTG 6075 Pricing Strategy (4 cr)

MKTG 6078 Integrated Marketing Communications (4 cr)

MKTG 6082 Brand Management (4 cr)

MKTG 6088 Strategic Marketing (2 cr)

International Business

IBUS 5120 Vienna Seminar (4 cr)

MIS

IDSc 6442 Electronic Auctions and Exchanges (formerly: Technologies for B2B E-Commerce) (2 cr)

IDSc 6471 Knowledge Management (2 cr)

IDSc 6481 Managerial Decision Making (2 cr)

IDSC 6490 Special Topics: Information-Based Goods in the Network Economy (2 cr)

Operations

OMS 6051 Service Management (2 cr)

OMS 6059 Quality Management and Six Sigma (4 cr)

Remember: Recruiters want more than functional skills. To differentiate yourself, consult the document “Building Your Portfolio.” There you will find suggestions for additional classes that can add international exposure, provide a strategic framework and build entrepreneurial skills, among others.

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Professional Portfolio

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